The Health Literacy Gap
Research consistently shows that a significant proportion of employees do not fully understand their health plan benefits, claims processes, or the financial implications of their healthcare decisions. A study published in the National Library of Medicine found that low healthcare literacy is associated with a 3.7-fold increase in emergency room visits.
In the Indonesian employer health market, common literacy gaps include confusion about referral requirements, misunderstanding of benefit limits, and unfamiliarity with the distinction between cashless and reimbursement claims.
Effective Communication Formats
Short-form video content (60-90 seconds) explaining specific benefit topics consistently outperforms written guides in engagement metrics. Topics like how to use the e-card, when to visit a GP versus an emergency room, and how to file a reimbursement claim are well-suited to video format.
Interactive digital tools, such as a benefit calculator that shows the out-of-pocket cost for different scenarios or a symptom-based triage guide that recommends the appropriate care setting, provide practical value while building health literacy over time.
Targeting High-Impact Behaviors
Focus communication efforts on the behaviors that have the largest cost and utilization impact: appropriate emergency room usage, understanding of when specialist referral is needed, use of in-network versus out-of-network providers, and understanding of preventive care benefits.
A pilot study published in JMIR (Journal of Medical Internet Research) that combined a web-based health-literacy curriculum with aligned financial incentives for employees reported approximately a 30% reduction in ER visits and reduced related hospitalizations over a 12-month period.
Measuring Effectiveness
Track both leading indicators (content engagement rates, portal login frequency, helpdesk inquiry volume) and lagging indicators (changes in utilization patterns, claims cost trends, employee satisfaction scores) to assess the impact of health literacy initiatives.
Run annual benefits knowledge surveys to identify persistent knowledge gaps and adjust communication content accordingly. The most effective programs iterate their content based on measured gaps rather than following a static communication calendar.